Social Networking
Past, Present, Future
Mark Suster
Caltech MIT Enterprise Forum
October 9, 2010
@msuster
www.BothSidesofT...
Where Did Social Networking Start?
In our debates we tend to focus too much on
technology
It’s about shared experiences & we’ve
replicated this online
It’s about meeting people &
communicated with those we know
Online social networks mirror offline lives
It’s about the 6 C’s
 Communications
 Connectedness
 Common Experience
 Content
 Commerce
 Cool Experiences (ok, ent...
It’s why
Becomes
It’s why
Becomes
Pre Internet had social networks
Pre Internet had social networks
Anyone around then will know what one
of these was
AOL bridges gap between pre-Internet & Internet
People advertised “AOL Keywords” not websites
AOL Keyword:
Swordfish
Web 1.0 made it easier to have personal pages
on “the web” (e.g. not AOL)
And “groups” have been around for ages
 Mothers’ clubs
 Church groups
 Education
Social networks have been around for a long time.
 Usability is better.
 3rd
-party platforms.
 More people are connect...
And then spam-based social networks began
Mostly for professional use / older demo
And it was really about extending your
network
Web 2.0 was born and we evolved online
social expression
Web 2.0 was born - social contribution
Blogging Photos Video
Web 2.0 went social - skewed back to youth
 Teenage
 Middle America
 Scantily Dressed
 Design chaos
 Ads galore
 Not verified
 Teenage
 Middle America
 Scan...
It started as .edu
And they captured the tech elite
They each captured 100m users, who
increasingly wanted to share photos / video
MySpace Bought PhotoBucket & Google Bought
YouTube
And MySpace declared war
on developers
And this guy (22)
Schooled this guy (75)
He understood software business was
different than media business
Within a SINGLE YEAR the game was over
And Facebook went mainstream
And then some !!!
And we’re back to advertising non-web pages
Brands are spending big & abandoning web
pages
Social networking then went “open”
 Asymmetric
 Public
Twitter really is a totally new concept
 Marketing channel
 RSS reader
 Instant messaging
 Chat Room
 Data mine
 Cus...
And perhaps “open” went a bit too far
Social Spending
I think we all know that social is going mobile
And people are building platforms to enable this
Business Logic
Mapping Layer
Points of Interest
OK, OK
But Where are Things
Headed Next?
1. Social Graph Becomes Portable
2. We Form Around True Networks
FriendsFriends FamilyFamily
Business
Associates
Business
Associates
Areas of
Interest
Area...
2. We Form Around True Networks
FriendsFriends
FamilyFamily
Business
Associates
Business
Associates
Areas of
Interest
Area...
It’s ridiculous that these are all combined
today
Example: Quora
Example: HackerNews
3. Privacy becomes a bigger concern
3rd
Party
App
You
Your Friend
Pictures of your Kids
Personal Info
Date of Birth
3. Privacy becomes a bigger concern
3rd
Party Apps
Can Access
@ messages
DMs
(private)
Tweets
4. Social Networking Becoming Pervasive
So advertising & content curation are
instantly more targetable
But most websites don’t know what to do
beyond this
5. Third Party Tools (e.g. Meebo Toolbar) Will
Bring Social Networks to Websites
Twitter /
Facebook
Chat
5. But Also Bring Social “Features” like sharing
6. Social Networking Will Split into Layers
Business Logic
EC2
S3
Mgmt Tools
Mapping Layers
Network Layers
Social Graph / ...
7. Social chaos creates new markets
Social
Support
Social SFA
Social
Analytics
Personal
Relationship
Mgmt
Reputation
Mgmt ...
Fuck “Check Ins & Badges”
Skate Where the Puck is Going
The definition of social networking will cease
to exist in the way that we seldom think
about Internet companies
And for those who wonder if Facebook now IS
the Internet, remember ….
Plus ça change
April 2000
Jan 1998
May 2007
It’s why Zuckerberg remains paranoid
And why there’s still a dream for those of
you who work hard & innovate
Social Networking
Past, Present, Future
Thank you
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Presentation given by Mark Suster at Caltech in October 2010. The topic was: "Social Networking: Past, Present & Future"

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Social Networking: Past, Present & Future

  1. 1. Social Networking Past, Present, Future Mark Suster Caltech MIT Enterprise Forum October 9, 2010 @msuster www.BothSidesofTheTable.com
  2. 2. Where Did Social Networking Start?
  3. 3. In our debates we tend to focus too much on technology
  4. 4. It’s about shared experiences & we’ve replicated this online
  5. 5. It’s about meeting people & communicated with those we know
  6. 6. Online social networks mirror offline lives
  7. 7. It’s about the 6 C’s  Communications  Connectedness  Common Experience  Content  Commerce  Cool Experiences (ok, entertainment ;-)
  8. 8. It’s why Becomes
  9. 9. It’s why Becomes
  10. 10. Pre Internet had social networks
  11. 11. Pre Internet had social networks
  12. 12. Anyone around then will know what one of these was
  13. 13. AOL bridges gap between pre-Internet & Internet
  14. 14. People advertised “AOL Keywords” not websites AOL Keyword: Swordfish
  15. 15. Web 1.0 made it easier to have personal pages on “the web” (e.g. not AOL)
  16. 16. And “groups” have been around for ages  Mothers’ clubs  Church groups  Education
  17. 17. Social networks have been around for a long time.  Usability is better.  3rd -party platforms.  More people are connected. But same old shit.
  18. 18. And then spam-based social networks began
  19. 19. Mostly for professional use / older demo
  20. 20. And it was really about extending your network
  21. 21. Web 2.0 was born and we evolved online social expression
  22. 22. Web 2.0 was born - social contribution Blogging Photos Video
  23. 23. Web 2.0 went social - skewed back to youth
  24. 24.  Teenage  Middle America  Scantily Dressed  Design chaos  Ads galore  Not verified  Teenage  Middle America  Scantily Dressed  Design chaos  Ads galore  Not verified  Up market  University  Exclusive  Urban elite  Clean  Ad free  Verified  Up market  University  Exclusive  Urban elite  Clean  Ad free  Verified Facebook launched. Was exclusive
  25. 25. It started as .edu
  26. 26. And they captured the tech elite
  27. 27. They each captured 100m users, who increasingly wanted to share photos / video
  28. 28. MySpace Bought PhotoBucket & Google Bought YouTube And MySpace declared war on developers
  29. 29. And this guy (22) Schooled this guy (75)
  30. 30. He understood software business was different than media business
  31. 31. Within a SINGLE YEAR the game was over
  32. 32. And Facebook went mainstream
  33. 33. And then some !!!
  34. 34. And we’re back to advertising non-web pages Brands are spending big & abandoning web pages
  35. 35. Social networking then went “open”  Asymmetric  Public
  36. 36. Twitter really is a totally new concept  Marketing channel  RSS reader  Instant messaging  Chat Room  Data mine  Customer service Dept
  37. 37. And perhaps “open” went a bit too far Social Spending
  38. 38. I think we all know that social is going mobile
  39. 39. And people are building platforms to enable this Business Logic Mapping Layer Points of Interest
  40. 40. OK, OK But Where are Things Headed Next?
  41. 41. 1. Social Graph Becomes Portable
  42. 42. 2. We Form Around True Networks FriendsFriends FamilyFamily Business Associates Business Associates Areas of Interest Areas of Interest NetworkingNetworking DatingDating
  43. 43. 2. We Form Around True Networks FriendsFriends FamilyFamily Business Associates Business Associates Areas of Interest Areas of Interest NetworkingNetworking DatingDating “ I’m coming home for Thanksgiving” “ Check out how wasted we were ;-)” “ Why did you choose MongoDB?” “ I can’t believe we’re working again this weekend ” “ I love The Decemberists, too!” “I’m looking for a role as a Director”
  44. 44. It’s ridiculous that these are all combined today
  45. 45. Example: Quora
  46. 46. Example: HackerNews
  47. 47. 3. Privacy becomes a bigger concern 3rd Party App You Your Friend Pictures of your Kids Personal Info Date of Birth
  48. 48. 3. Privacy becomes a bigger concern 3rd Party Apps Can Access @ messages DMs (private) Tweets
  49. 49. 4. Social Networking Becoming Pervasive
  50. 50. So advertising & content curation are instantly more targetable But most websites don’t know what to do beyond this
  51. 51. 5. Third Party Tools (e.g. Meebo Toolbar) Will Bring Social Networks to Websites Twitter / Facebook Chat
  52. 52. 5. But Also Bring Social “Features” like sharing
  53. 53. 6. Social Networking Will Split into Layers Business Logic EC2 S3 Mgmt Tools Mapping Layers Network Layers Social Graph / Features Open Source Data Totally New Opportunities
  54. 54. 7. Social chaos creates new markets Social Support Social SFA Social Analytics Personal Relationship Mgmt Reputation Mgmt / Authority Social Marketing
  55. 55. Fuck “Check Ins & Badges” Skate Where the Puck is Going
  56. 56. The definition of social networking will cease to exist in the way that we seldom think about Internet companies
  57. 57. And for those who wonder if Facebook now IS the Internet, remember ….
  58. 58. Plus ça change April 2000 Jan 1998 May 2007
  59. 59. It’s why Zuckerberg remains paranoid And why there’s still a dream for those of you who work hard & innovate
  60. 60. Social Networking Past, Present, Future Thank you
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